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The Secret Language of Customers


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Using Location-Based Social Media Data to Decode Customer Conversations About Your Brand

Published in: Social Media
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The Secret Language of Customers

  1. 1. The Secret Language of Customers Using Location to Decode Customer Conversations About Your Brand
  2. 2. The volume of social content is massive. 500 million daily tweets 70 million photos & videos shared daily 1 billion monthly active users
  3. 3. But it’s not that easy to find what’s being said about your brand with only keywords and hashtags. Here’s why…
  4. 4. 74% of location-tagged posts don’t include your keyword or hashtag.     6% are image or video only.  
  5. 5. Only 4% of posts at an airport name an airline brand.  
  6. 6. 88% of posts from universities don’t have relevant keywords or hashtags.    
  7. 7. 91% of posts at malls don’t mention brands or shopping.  
  8. 8. 50% of posts from arenas don’t include your hashtag or keyword.  
  9. 9. 24% of Twitter and Instagram posts contain emojis.
  10. 10. As a marketer, you must understand what is being said about your brand on social media. But without keywords and hashtags, how can you mine through all of that data? The answer: Location.
  11. 11. Location It’s not just the what, but it’s the where. How do you know if something is relevant to you? How do you make the data actionable? The actionable data is in a place.
  12. 12. Unlock the power of location data. Up to 70% of consumers share their location via smartphone Consumers tag more than 480 million social posts with location each month
  13. 13. 1.  Customer Service 2.  Event Marketing 3.  Targeted Ads You can use location-based social media data for your marketing strategies.
  14. 14. 1. Customer Service •  Locate your customers and implement surprise and delight campaigns. •  Engage with customers in your store and immediately address complaints. •  Keep shoppers safe by locating internal or external security threats. The biggest and best source for understanding a place is … the conversation that’s happening at that place.
  15. 15. Example: Mall of America “People will be talking about Mall of America online no matter what. We can ignore those conversations or engage in them. And if you engage in them, you’ll likely enjoy higher revenue.”   - Erin Vande Steeg, Senior Social Media and Communications Strategist, Mall of America
  16. 16. 2. Event Marketing •  Monitor venue and event locations and identify spontaneous activities. •  Determine the most social areas of your event. •  Keep attendees safe by identifying threats and improve attendee experiences by locating and responding to problem areas. •  Understand attendee sentiment by location and evaluate social posts coming from the venue to ensure future event success.
  17. 17. Example: NCAA “Our Final Four event strategy is focused on the fun things going on right around here in Indy. We monitor social media traffic surrounding the Final Four, respond to questions and requests, and bubble up content to [send to] producers for publishing across the various platforms.” - Chris Dion, NCAA
  18. 18. 3. Targeted Ads •  Optimize social targeting with location-based segmentation. •  Hug your haters with ads – Identify haters of your brand and use messaging to change their opinions. •  Implement your creative to more effectively target customers.
  19. 19. Example: Sports World Chicago “With Geofeedia’s targeted lists, our online store saw a massive increase in online sales and an 88% ROI. This platform and its capabilities provide incredible value to our store.” - Brad Rosen, Owner, Sports World Chicago
  20. 20. Now use these recommendations to help implement your location-based social media strategy.
  21. 21. 1. Discover the profile of your location. Identify the locations that matter most and get to know the places. Understand the characteristics of the people, know the geography, and observe the culture. 2. Engage through one-on-one location- specific interactions.   Join the conversations with your customers while they are in locations of interest with content that is relevant to them.
  22. 22. 3. Target (or re-target) via social ads based on location.   Create segmented lists based on location data and optimize your social advertising strategy to reach prospective customers or retain current customers.   4. Test and learn! Implement different strategies and see what works best. Try out different messages, compare different locations, and evaluate which methods are most effective for promoting your brand.  
  23. 23. The future of marketing is context. Understand what your customers are saying in locations that matter.
  24. 24. 800.657.1436 @Geofeedia “Geofeedia is leading the way towards the future with geo-located social search.” - G2Crowd Reviewer Request a Demo CLICK HERE